Marketing the Arts: An Introduction (Hardback)
  • Marketing the Arts: An Introduction (Hardback)
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Marketing the Arts: An Introduction (Hardback)

(author)
£52.95
Hardback 288 Pages / Published: 15/06/2020
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With limited budgets and resources, arts ventures are struggling to employ modern marketing methods to promote their events. Marketing the Arts introduces students, young professionals, and even seasoned veterans to new and refined marketing approaches-by drawing on marketing theory as it is used by huge multi-nationals, exploring such theories in the context of creative ventures generally, and the fine and performing arts specifically.

The book is designed for classroom use, but also appeals to practitioners looking to strengthen their understanding of marketing, as well as for individuals interested in selling their creations. The book addresses:

market researchmarketing strategyvalue creationbrandingcustomer acquisitionmarket distributionpricing strategysustaining customers and value
Features include:

Discussion questions and classroom activitiesCase studies of real life situationsCommentary by current professional practitionersCompanion website

Publisher: Rowman & Littlefield
ISBN: 9781538128947
Number of pages: 288
Dimensions: 229 x 152 mm


MEDIA REVIEWS
Anthony Rhine infuses this book with his exceptional capacity to engage students in the critical thinking process as they learn. The opportunities for authentic student engagement abound. He brings a practical, modern, and innovative approach to professionally develop students' ability to market the arts.--Joshua S. Ritter, lecturer and theatre manager, UNC Greensboro
Anthony Rhine achieves what the arts management field needs, an arts marketing text for practitioners and students that provides core marketing theories, practical tools for the trade that will grow audiences and keep them coming back. Using cases from across multiple art forms, Rhine eloquently presents the realities of the 21st century global marketplace and gives data-informed marketing strategy for any size mission-driven institution.--Brett Ashley Crawford, associate teaching professor, executive director, Arts Management and Technology Laboratory, Carnegie Mellon University

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